International Journal For Multidisciplinary Research

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An Empirical Analysis on Green Marketing Strategies – A Consumer Perception

Author(s) Dr N HEMALATHA
Country India
Abstract Green marketing is the marketing of products that are presumed to be environmentally preferable to others. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term, other similar terms used are environmental marketing and ecological marketing.

Green marketing is a business practice that considers the consumer concerns about promoting preservation and conservation of natural resources. Green marketing campaign highlights the characteristics of the companies’ product to protect the environment. As the public become more educated and informed about environmental issues, they soon realize that they may contribute unintentionally and unknowingly to greenhouse gas, acid rain, pollution and massive accumulation of waste. Environmentally conscious people strive to do their part to protect and restore our planet’s resources and consumers have more willing to change their buying habits in ways that will reduce harm to the environment. Thus green marketing provide lot of opportunities like accessibility of international market, competitive advantage etc. The study aims to know the initiatives by following green marketing strategies in protecting the interest of the consumers.
Keywords Green consumerism, Eco-labeling, Eco- marketing, Green Promotion
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-11-12
Cite This An Empirical Analysis on Green Marketing Strategies – A Consumer Perception - Dr N HEMALATHA - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8800
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.8800
Short DOI https://doi.org/gs4xp7
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